3m case studies-final

© WAA 2012. All

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Who Is WAA?

An integrated marketing agency that addresses our client’s business goals ‘and’ provides a consistent, multi-touch point online experience for their customers. We provide fluid and meaningful dialogues with audiences who have the device, access and skills to look beyond marketing messages to support their purchasing decision.

© WAA 2012. All

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© WAA 2012. All

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Actionable Insights

& Metrics

YouTube Brand

Channel

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© WAA 2012. All

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Capture, Engage & Refer Ready-To-Buy Leads

•  Develop a YouTube brand channel to capture and engage leads

•  Optimise titles, descriptions, playlists and tags to increase search visibility and drive traffic to the 3M ESPE website

•  Create annotations to encourage subscriptions and comments

THE COMMERCIAL IDEA

• Product video viewers are 85% more likely to buy than those who don’t

• 4G and a new app will make YouTube video content more accessible than ever • Video content warms leads and drives traffic to purchasing options

THE INSIGHT

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Capture, Engage & Refer Ready-To-Buy Leads

•  Monthly views increased from 700 to 17,000 with a year

•  50% increase in referral traffic to the 3M ESPE website

•  ROI earned back within 2

months

THE BUSINESS CREATED

700 view

s

17,000

views

YouTube Optimisation

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© WAA 2012. All

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Taking a Top Performer to the Next Level

•  Write engaging titles and descriptions with CTAs and optimal keyword density

•  Optimise tags using top-performing, highly relevant keyphrases

•  Create annotations for each video to stimulate likes, subscriptions, comments and further video views

THE COMMERCIAL IDEA

•  YouTube video views were stagnating , which highlighted a need for fresh , optimised content

•  Annotations have become increasingly important in driving traffic, stimulating channel interaction and maximising visibility in search

THE INSIGHT

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Taking a Top Performer to the Next Level

•  We achieved a record-breaking 21,800 views in a month improving the previous record by over 4,000 views

•  Dwindling traffic increased from 2,983 to 5,712 views per week in just one month

THE BUSINESS CREATED The

Befor

e

The After

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The Anatomy of an Optimised YouTube Channel

Optimised

Titles

Annotations

Clickable Banner

Channel Design

Optimised

Description

s

Post-it® Mobile

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© WAA 2012. All

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Mobile Options to Engage & Drive Sales

•  A national ad campaign to reinvigorate the 3M Post-it Super Sticky brand

•  A microsite with rich media web banner

•  Optimise microsite for mobile

•  Add a free sample request option to capture data and reward loyal customers

THE COMMERCIAL IDEA

• Mobile searches have quadrupled in the last year • One in five visitors access a website using a mobile device • 71% perform a mobile search after viewing an advertisement • 79% of smartphone users shop with their device

THE INSIGHT

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Mobile Options to Engage & Drive Sales

•  The ad went viral with social links on Twitter and Facebook

•  25,000 people requested a free sample and left their details

•  The value of the clean data alone covered the cost of the campaign


25,000

forms

completed

25,000 request

s

3M ESPE SEO

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© WAA 2012. All

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Mirroring Customer Search Behaviour

•  Optimise the 3M ESPE website using advanced SEO tactics

•  Analyse competitor keyword strategies and sources of quality traffic

•  Use findings to inform the keyword and title tag strategies

•  Drive targeted traffic to the site and reduce bounce rate

THE COMMERCIAL IDEA

•  Google algorithm updates rewards compelling content and user journeys driven by semantics

•  Businesses that understand customer behaviour are 100% more likely to win the ranking wars

THE INSIGHT

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Mirroring Customer Search Behaviour

•  Traffic to the 3M ESPE site rose by 50% within one month of optimising the title tags

•  Website traffic continues to rise as content optimisation continues, ensuring maximum conversion


Optimised Title Tags

50% increase

in traffic

Optimised

title tags

3M ESPE Information Architecture

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© WAA 2012. All

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Delivering an Engaging & Optimised Site Experience

•  Extensive functionality scoping and detailed planning to deliver optimised site architecture

•  Compelling design to engage the user

•  Usability testing to ensure the site resonates with 3M ESPE customers

THE COMMERCIAL IDEA

•  55% of users can’t find what they are looking for on 3M websites

•  3M ESPE’s existing site was dated, poorly structured and offered an uninspiring user experience

THE INSIGHT

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Delivering an Engaging & Optimised Site Experience

•  We delivered a 140-page website with optimised IA across 17 countries in 12 months

•  Most visited European 3M site with 244,000 unique visitors in the last year


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Using Customer Behaviour to Inform Great IA

244,000 unique

visitors in 12

months

Data Capture

Product Promotions

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© WAA 2012. All

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Increasing Date Capture Via Product Page Promotions

•  Increase visibility of promotions throughout site

•  Simplified user journeys via search and site navigation

•  Clear expandable content within existing product pages

THE COMMERCIAL IDEA

•  CRM is critical to the success of effective B2B communications

•  Customer registration is the first key engagement metric to inform an effective CRM programme

•  Value added content drives registration

THE INSIGHT

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Increasing Date Capture Via Product Page Promotions

•  We provided a template to simplify the user journey and maximise data capture

•  We delivered clear EWCD build instructions to make the replication process easier


Adding value

with optimised

data capture

Social Media Listening, Monitoring & Insight

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© WAA 2012. All

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Actionable Insight From Landscape Analysis

•  Use a leading listening platform to analyse key social media channels

•  Extensive data mining to collect data for analysis and interpretation

•  Develop a report covering share of voice, common topics, sentiment, audience platforms, and competitors

THE COMMERCIAL IDEA

•  Focus groups can be tedious, expensive and often misleading

•  Listening platforms provide accurate data in real time

•  3M SS&PS were unclear which products were being talked about and the volume of conversation

THE INSIGHT

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Actionable Insight From Landscape Analysis

•  We gained a comprehensive understanding of most active audiences, report buzz volume, user activity, country variances and competitor performance

•  Recommended genuine actionable tactics to boost social presence


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Guiding Customers to Conversion on Distributor Websites

•  Create an engaging microsite with need-focused information architecture to encourage cross and upselling

•  Use innovative design to grab users’ attention at the key point of conversion without making them feel distracted

THE COMMERCIAL IDEA

•  The 3M dealer site, Staples, did not allow 3M to group products by need or usage

•  Visitors to the dealer site have usually made their buying decision, highlighting a key conversion point in the sales cycle

THE INSIGHT

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Guiding Customers to Conversion on Distributor Websites

•  We delivered a need-focused template to drive interaction, click-throughs and sales

•  We ensured that the template could be easily replicated across brands and countries


Need

focused

Easy to

replicate

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Driving Traffic by Beating the Burglar

•  Create an iPhone app with a website version for desktop users

•  Launch would coincide with National Home Security Week, which would be hijacked by WAA on behalf of Evander to raise the profile of home security issues

THE COMMERCIAL IDEA

•  Evander wanted a cost-effective way for customers and prospects to survey their home and get security advice

•  They wanted to provide a home security survey tool in the form of an app

•  20% of consumers say a good time to upgrade security is when they move

THE INSIGHT

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Driving Traffic by Beating the Burglar

•  In one week, the Beat the Burglar app achieved nearly 200 downloads in a small utilities market

•  The app is currently rated at 4 out of 5 by users who downloaded it


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Driving Campaign Visibility & Virality with Facebook

•  A Hello London ‘Smile Photo’ competition on the Post-it France site

•  Share the top 20 photos with visitors to allow them to vote for their favourites

•  Use Post-it France’s Facebook page to support voting functionality, providing greater visibility and virality

THE COMMERCIAL IDEA

•  Facebook provides a cost effective, simple way of supporting campaigns

•  Competitions and promotions can be shared quickly with thousands of users

•  Facebook amplifies campaign visibility and virality

THE INSIGHT

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Driving Campaign Visibility & Virality with Facebook

•  2,000+ Facebook votes registered

•  Voting activity displayed 23,000 times on Facebook wall posts

•  Campaign visibility far exceeded the capacity of the Post-it site


2,000

Facebook

votes

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Driving Gym Membership During Peak Season

•  Transform Esporta into a healthy lifestyle brand, not just a health club

•  Create a proposition combining fitness, relaxation, refreshment and socialising

•  Create a Resolution Amnesty where broken resolutions can be swapped for a free guest pass

THE COMMERCIAL IDEA

•  Member acquisition is vital to gyms, but price influences the buying decision

•  Esporta tasked us with acquiring 6,200 members in a short time frame

•  We needed a great reason to justify paying twice the price of a normal gym

THE INSIGHT

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Driving Gym Membership During Peak Season

•  Our ‘Escapism’ campaign drove 112,000 visitors to the website

•  Resolution Amnesty had a PR reach of 2.6 million and attracted 7,000 new members within weeks

•  £6.72m revenue growth achieved with an ROI of 6.3:1


112,000

Site visitors

7,000+

New members

3m case studies-final

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